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All Journal Jurnal Manajemen Pemasaran Journal Research of Social Science, Economics, and Management
Adilla Anggraeni
Universitas Bina Nusantara
Economics, Econometrics & Finance Environmental Science

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WHEN WARMTH MATTERS MORE THAN EXPERTISE: THE ROLE OF STREAMER INTERACTION IN TRUST, SOCIAL PRESENCE, AND PURCHASE INTENTION IN INDONESIAN LIVESTREAM COMMERCE Eilin Marcelita Weyna; Ovilya Nosavan Dini; Sally Salim; Adilla Anggraeni
Jurnal Manajemen Pemasaran Vol. 20 No. 1 (2026): APRIL 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.20.1.15-31

Abstract

The rapid expansion of livestream commerce in Indonesia has intensified competition among streamers, making interaction quality and personal attributes critical determinants of consumers' purchase intentions. This study examines the effects of real-time interaction (responsiveness and interactivity) and streamer characteristics (attractiveness and expertise) on purchase intention, with trust and social presence serving as mediating variables. A quantitative research design was employed using an online survey of 300 Indonesian consumers with prior experience watching livestream shopping sessions. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships within the Stimulus-Organism-Response framework. The findings indicate that responsiveness, interactivity, and streamer attractiveness significantly enhance trust and social presence, which in turn increase purchase intention. Streamer expertise directly influences purchase intention and social presence, but does not significantly influence trust. These results suggest that relational and interactional cues play a more prominent role than competence-based cues in shaping consumer responses during livestream shopping. The study contributes to the literature on trust formation in interactive digital environments and provides practical insights for optimizing livestream engagement and conversion strategies.
Determinants of Impulsive Buying in the Beauty Industry Among Young Indonesian Consumers: Examining the Moderating Effect of Fomo Caroline Jessica Wijaya; Livia Oesef; Selica Giovani; Adilla Anggraeni
Journal Research of Social Science, Economics, and Management Vol. 5 No. 7 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i7.1336

Abstract

The beauty and personal care market in Indonesia has shown significant growth, driven by social media and continuous product innovation that aligns closely with consumer needs and aspirations. This study aims to analyze the determinants of impulsive buying behavior in the Indonesian beauty industry, focusing on the impact of influencer content quality and the moderating role of Fear of Missing Out (FoMO). Using the Elaboration Likelihood Model (ELM) as a theoretical framework, the study examines the influence of factors such as lifestyle-focused appearance, financial capacity, brand confidence, and impulsive buying tendencies. The analysis reveals that impulsive buying tendencies and FoMO significantly influence impulsive buying behavior. However, the findings indicate that the quality of influencer content, brand trust, and financial capacity do not significantly impact impulsive buying in the Indonesian beauty market. Overall, the study highlights the important role of emotional and psychological stimuli in unplanned purchase decision-making.
Co-Authors Caroline Jessica Wijaya Eilin Marcelita Weyna Livia Oesef Ovilya Nosavan Dini Sally Salim Selica Giovani